First the restaurant chain started offering espresso and other premium coffee. Now, McDonald’s is poised to step up efforts to be the hippest hangout by providing free wireless Internet access in its U.S. outlets by mid January.
It’s obviously a strategy to make people want to stay a little bit longer and probably order more fries and coffee, although industry observers are not counting on the possibility of McDonald’s actually making a huge dent in Starbucks’ loyal customer base in the near future. McDonald’s simply doesn’t have the cozy ambience that has endeared Starbucks to many, they insist.
Still, lifting the usual $2.95 charge for two hours of Internet access at 11,000 out of 14,000 McDonald’s locations all over the country can be a good crowd drawer. The newest offering is expected to entice in particular cross-country travellers wanting a quick meal while shooting off an email to friends back home or getting sports updates. Another bonus is that the wireless connectivity generally extends out into the parking lot so customers don’t have to get inside the store to get Wi-Fi access.
Offering free mobile Internet connectivity also ups the competition ante among food establishments. Soon, charging for Wi-Fi service will become obsolete; otherwise, a food outlet risks seeing even its most loyal customers driving to the nearest McDonald’s outlet instead where they can check their emails or post a status update on Facebook for free while they enjoy a Big Mac.
According to McDonald’s, the 11,000 outlets that will be offering free Wi-Fi access account for 16 percent of all public hotspots in the country. The restaurant chain takes the cue from Barnes & Noble and Borders which also used to charge for Wi-Fi access but are now offering it for free. Panera Bread also offers free Wi-Fi but its outlets are not as ubiquitous as McDonald’s.
Starbucks also offers free Wi-Fi in 7,000 out of its 11,000 outlets in the U.S. but only to customers who own a Starbucks Gold Card which costs $25 a year as well as to AT&T DSL users. The privilege is limited to two hours of free Wi-Fi access daily; otherwise, customers have to pay the regular price of $3.99 for two hours.
McDonald’s has had Wi-Fi for five years with AT&T as wireless Internet provider (it was originally Wayport until it was bought by AT&T). For updates on McDonald’s Wi-Fi service, check this out.
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